FXTM
Read the FXTM storyPMG didn't just give us a beautiful, striking campaign; they redefined how our brand connects with high-value investors.
Alli for Brand
Show what your brand is worth. See how AI answers describe it.
Brand usually walks into the budget meeting with last quarter’s survey and a caveat. Alli for Brand gives brand health a weekly, evidence-based score, shows how AI models describe and recommend your brand against competitors, and connects both to creative and budget decisions. Your brand leaders read the signals and make the calls.
- Available to PMG clients
- SOC 2 Type II
- Built by PMG
Last updated
PMG clients in this page’s stories
Customer impact
What results are brand teams seeing with Alli?
FXTM saw a 200% lift in brand preference among UAE investors, a 120% lift in brand familiarity, and 32% ad recall.
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The challenge
Why is brand harder to show, and harder to find, than it used to be?
Brand doesn’t lose the budget fight because it matters less. It loses because it can’t defend itself. Performance spend arrives with a clean, current number. Brand arrives with a tracker result from weeks ago, and under pressure the provable number wins.
Then there’s a second problem. More people now ask an AI assistant about a brand before they search or visit a site. What those assistants say is becoming part of your brand equity, and most teams have no regular way to see it.
Teams need a brand number that is current, tied to the business, and read next to performance. They also need to see how AI answers treat the brand. Brand leaders make the judgment. The AI does the watching.
A survey from last quarter. The tracker shows how people felt weeks ago, apart from the media plan
A weekly score built from what people, press, and markets actually do (Brand Equity)
Brand beside performance. Brand has no revenue case, so it gets cut first
Brand signals feed budget scenarios beside sales (Brand Equity, Scenario Planner)
Awareness without affinity. Search interest rises while sentiment cools, and nobody notices until share slips
Signals are read against each other, so “known, but not liked” shows up (Brand Equity)
No competitive view. A steady score hides a category rising or falling around you
Every signal is shown against the competitive set and against your own history (Brand Equity)
AI answers you can’t see. Assistants describe, rank, and recommend brands, and nobody tracks yours
Share of LLM Presence tracks how AI models describe, rank, and recommend your brand against competitors (Brand Equity)
Creative briefed on opinion. Briefs start from assumptions about what customers value
Creative choices are tied to audience response, so briefs start from what worked (Creative Insights)
A homemade scorecard. Someone picks signals and weights by feel, and the score agrees with itself
Weights are calculated per brand against your primary business KPI (Brand Equity)
Trouble that shows up late. A slide in sentiment or willingness to pay shows up in sales weeks later
Signals are visible early, so a slide can be caught while there is time to respond (Brand Equity)
The system
How does the Alli brand engine work?
Alli for Brand is a loop. It measures brand health every week, lets anyone ask questions of the signals, helps creative teams brief from what works, and brings brand into the budget conversation with a number finance can examine. Each stage reads from the same trusted data.
Brand health is as visible as sales
A weekly score across Consumer Mindshare, Consumer Trust, Authority, and Stability, from up to nine unaided signals, including how AI models describe your brand.
The “why” behind a move is a question, not a project
Plain-language questions about any signal return an answer grounded in the same data.
The next brief starts from what is moving perception and response
Creative attributes are tied to audience and media results, and Ask Alli turns the patterns into new directions.
Brand investment gets a revenue case
Brand signals feed budget scenarios, so a shift in Trust or Mindshare can be tested before spend is committed.
Brand Equity, Scenario Planner
Explore Brand Equity Explore Creative Insights Explore Ask Alli
In action
See the brand engine in action
Six moments from the engine, each shown by the decision it improves.
Measure · Alli Brand Equity
Bring a brand number to the budget meeting.
Brand Equity gives brand health a weekly, evidence-based score across Consumer Mindshare, Consumer Trust, Authority, and Stability. Each signal is indexed from 0 to 100, so peaks and dips trace back to a launch, a news cycle, or a competitor’s move.
- Brand investment is judged on evidence, not on a survey and a caveat.
Compare · Alli Brand Equity
Know whether you’re gaining ground, or the whole category is moving.
Two views feed the same score. Competitive equity shows your slice of the category and how it has moved. Absolute equity shows your brand against its own history.
- A steady competitive share stops hiding a category that is rising or falling around you.
Listen to AI answers · Alli Brand Equity
See how AI assistants describe your brand.
Share of LLM Presence measures how a range of AI models describe, rank, and recommend your brand compared with your competitors, and how that changes over time. It sits inside the score beside the other signals.
- A place where more people now start asking about brands becomes something you can see and track. What to do about it stays your decision.
Ask · Ask Alli
Ask why the score moved, in plain language.
Ask Alli answers questions about any signal from the same trusted data. Why did Consumer Trust slip last month? Which competitor is gaining search interest? The answer shows the data and logic behind it.
- Brand, media, and finance teams reach the answer themselves, without waiting on an analyst.
Express · Alli Creative Insights
Brief the next round from what is working.
Creative Insights tags tone, layout, color, pacing, composition, message, and format in every image and video, then connects them to audience response and media results. Ask Alli turns the patterns into new directions.
- Creative reviews start from evidence. The evidence shapes the starting point, and the idea is still yours.
Defend · Alli Scenario Planner
Test what a slip in Trust could cost before it shows up in revenue.
Scenario Planner draws on the same signals Brand Equity tracks. Teams can model how a shift in Consumer Trust or Consumer Mindshare could affect future revenue. The projections are modeled estimates for planning, not guarantees.
- The budget conversation compares modeled outcomes, with brand included.
People in charge
Who makes the brand calls?
Built to scale your team’s judgment, not replace it.
Alli does the watching: collecting signals, weighting them, refreshing the score, and tracking how AI models describe your brand. Your people decide what it means. The competitive set is the most important input, and a wrong one produces confident, wrong answers, so brand leaders and strategists choose it. Reading the results still takes expertise. The AI scales that expertise across more signals, more often.
Measure. Collects the signals, weights them for your brand, and refreshes the score weekly
Brand leaders and strategists choose the competitive set, and judge what the score means
Ask. Answers questions about any signal from the same data
Insights teams and analysts decide which movements deserve attention, and which are noise
Express. Tags creative, connects attributes to results, and suggests directions
Creative and brand teams keep the idea, the craft, and the brand voice, and decide what to make
Defend. Models scenarios with brand signals in the plan
CMOs and finance partners weigh the tradeoffs, and decide how much to invest in brand
The foundation
What makes the brand score credible?
A brand number is only useful if finance will accept it. Brand Equity reads unaided signals, meaning what people, press, and markets actually do, not what they say when a survey asks. Weights are calculated per brand against your primary business KPI, the competitive set is explicit, and each signal can be traced over time.
Who it’s for
Who is Alli for Brand built for?
By role
CMOs and growth leaders
Defend long-term brand investment with the same confidence as performance spend.
CFOs and finance partners
Get a brand number built with the discipline of any other line item, with weights tied to your primary business KPI.
Brand and insights teams
See which signals are soft, aim the work there, and brief creative against what is moving perception now.
Creative leaders
Defend the work with data on how real audiences responded.
Media teams
Understand why paid efficiency is changing. Cooling sentiment can explain a jump in acquisition costs.
By industry
Financial services
A current read on brand preference and trust, tied to performance results.
Retail and consumer goods
Pricing Power and store review signals beside search and sentiment.
Home and durable goods
Brand and performance weighed in one learning loop.
Your options
How does Alli compare to other ways of tracking a brand?
Most teams track brand with some mix of tracker surveys, social listening, and a marketing mix model. Each solves part of the problem, and Alli Brand Equity works alongside them: a tracker is good for deep, periodic research, and a mix model connects past spend to past sales.
| Brand tracker surveys | Social listening tools | Marketing mix models alone | Alli for Brand | |
|---|---|---|---|---|
| What it reads | What people say when asked | How much people talk about you | Past spend against past sales | What people, press, and markets do, across up to nine signals |
| How current | Monthly or quarterly | Current | Periodic reports | A weekly score |
| AI answers | Not covered | Not covered | Not covered | Share of LLM Presence against competitors |
| Connection to budget | A separate report | A separate feed | Brand treated as noise | Brand signals feed budget scenarios |
| Role of people | Interpret the report | Sort the noise | Interpret the output | Lead every step, with AI scaling their expertise |
Getting started
Where should a brand team start?
Start with the signal tied to your next decision.
| If your biggest problem is... | Start with | First step |
|---|---|---|
| Brand losing the budget fight | Brand Equity | Get the weekly score, and read it next to performance in your next planning meeting |
| Not knowing what AI assistants say about you | Brand Equity | Read Share of LLM Presence against your competitive set |
| Creative briefs that start from opinion | Creative Insights | Look at which attributes your best performers share |
| A score nobody can explain | Ask Alli | Ask why the score moved last month, and trace the answer to its signals |
Alli for Brand FAQ
How Alli helps teams show brand value, with their brand leaders in charge.
What is Alli for Brand?
Alli for Brand is a connected set of Alli products that make brand value visible. Brand Equity gives brand health a weekly score and tracks how AI models describe your brand. Creative Insights ties creative choices to results. Ask Alli answers questions about the signals. Together they bring brand into creative and budget decisions.
How do you measure brand equity?
Use unaided signals, which record what people, press, and markets do rather than what they say in a survey. Alli Brand Equity draws on up to nine, including search interest, sentiment, news sentiment, direct traffic, store reviews, Pricing Power, and Share of LLM Presence. Each is indexed from 0 to 100 and weighted for your brand.
Does Alli show how AI assistants describe my brand?
Yes. Share of LLM Presence measures how a range of AI models describe, rank, and recommend your brand compared with your competitors, and how that changes over time. It is one signal inside the Brand Equity score. Alli measures and tracks it. It does not control what an AI model says.
Can Alli make my brand show up in AI answers?
Alli measures and tracks how AI models treat your brand, so your team can see where you stand against competitors and whether it is changing. It does not change what a model says. What to do with that read, such as content, positioning, or partnerships, is a decision for your brand and marketing leaders.
How often is the brand equity score updated?
Weekly. Most signals refresh on that cadence. A few sources only report monthly, so those are estimated in small, reasonable steps until the real figure arrives and replaces the estimate. The score keeps moving every week instead of freezing while it waits on a monthly source.
Does Alli replace our brand tracker or marketing mix model?
No. It fills the gap between them. A tracker is good for deep, periodic research, and a mix model connects past spend to past sales. Brand Equity adds a weekly, signal-based read on brand health that sits next to performance numbers, so long-term and short-term investment can be weighed side by side.
How are the signals weighted?
Weights are calculated separately for each brand using a statistical method called jackknifing. For each signal, the model tests how well it predicts the other signals and your primary business KPI. Signals that predict well earn more weight, and signals that predict little carry less or none. Nobody sets the weights by hand.
What are the limits of measuring brand this way?
No single signal captures brand equity completely. Share of search is strongest in considered-purchase categories and weaker where people buy without searching, and common-word brand names add noise. A wrong competitive set produces confident, wrong answers. That is why the score combines several signals, and why reading it still takes expertise.
Who can use Alli for Brand?
Alli is available to PMG clients. Brand, creative, media, and finance teams use the same platform PMG’s experts use, so both sides work from the same signals and results. Book a walkthrough to see how it works with your brand, your competitive set, and your markets.
Make brand a decision you can prove was right.
Book a brand walkthrough and bring the budget conversation you’re preparing for. We’ll show your weekly score, how AI models describe your brand against competitors, and what is moving both. Alli is available to PMG clients.